Abstract
In a globalized and interconnected world, and with increased leisure time, competition between tourism destinations has increased considerably. For this reason, the periodic measurement of tourism competitiveness has become a basic tool for tourism management today. It is not only necessary to determine the tourism competitiveness of destinations in a given period of time (static analysis); the continuous changes which are now occurring in the tourism industry also make it necessary to measure them from time to time (dynamic analysis). The periodic measurement of the competitiveness of Spanish regions as destinations is the objective of the Monitur report. This paper aims to analyze the evolution of one of its most important mainstays, namely the diversification and structuring of regional tourism products. Based on a set of 25 indicators, the relative evolution of the 17 Spanish Autonomous Regions regarding this mainstay between 2010 and 2018 has been compared, and those aspects in which the regions have shown increased relative competitiveness (convergence or competitive reinforcement) and those in which they have shown reduced relative competitiveness (divergence or competitive weakening) in each region have been identified. Based on the results obtained, a competitive benchmarking exercise was carried out to compare the evolution of Extremadura with that of the four regions with the best overall record in terms of competitiveness between 2010 and 2018. In this way it has been possible to suggest improvements in the region’s range of products and services so as to increase its tourism competitiveness in the medium and longer terms.
Highlights
The current context of tourism activity is characterized by a notable increase in competition between destinations
There is no clear consensus on the delimitation of the phenomenon; the different models proposed agree in pointing out the importance of adequate destination management to achieve a good competitive position (Crouch and Ritchie 1999; Ritchie and Crouch 2000; Dwyer and Kim 2003; Dwyer et al 2004; Heath 2002)
In the case study analyzed in this paper, the work carried out by Exceltur reflected in the Monitur report stands out
Summary
The current context of tourism activity is characterized by a notable increase in competition between destinations This increase in competition has been encouraged by a relevant fact in the evolution of the sector, the diversification of tourist products, which has led to an emergence of new destinations which have become part of the traditional tourist circuit to create a differentiated tourist offer. The mobility restriction measures, both national and international, imposed by the various authorities to contain the spread of the disease have been a real burden, which has limited the size of the tourist market In this context increasing competitiveness becomes relevant if sustainable development of tourist activity in a destination is to be achieved. As a result it is essential that the destination is aware of what it needs to do to become more competitive than other destinations [3,4,5]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
